New Strategies to Better Frame Markets:
The past 30 years of Healthcare marketing analytics have focused on targeting and segmenting physicians, facilities, and diseases. Virtually all metrics in use today aggregate activity data (e.g. total procedures or total prescriptions) to one of the above entities. These methods were appropriate when a general description of the market was warranted. Identifying the key targets for a blockbuster category like dislipidemia is one example. However, as more niche markets evolve like the new class of drugs PCSK9 to treat statin resistant dislipidemia patients the old analytic techniques may fall short. The previously accepted analytic standards may actually mislead stakeholders as to where the need really is.
The addition of new robust data sets now allow the analysis to focus on patients versus providers and diseases to better frame a given market. There are HIPAA compliant strategies to integrate medical & pharmacy claims data sets with lab result, EHR and consumer demographic databases. These new data sets and methods will help better describe an addressable market based on ideal patients for a given intervention. The old provider centric approach may identify two physicians who both treat 1,000 patients. The new patient centric approach will highlight that one of those physicians has over 800 of their patients who meet the niche criteria while the other may only have 200 patients.
No one benefits from an expensive therapy being used when it is not needed. The patient centric analytics approach will have greatest leverage for more expensive niche therapies like biologics. Typically, with newer expensive therapies, the true patient population is a small subset of patients with a more severe form of the disease/condition. If your true focus is a small subset of patients who are difficult to identify within a larger disease there are new analytic techniques and data sets that can deliver vital insights. New or rarely used data sets can be brought together in interesting ways to better identify the ideal patient type via patient centric analytics.
Background:
I have over 30 years experience in Healthcare life sciences and Health Economics and Outcomes Research. My experiences range from founding Healthcare IT startups to pharmaceutical sales management, marketing, and managed care positions. I have extensive experience developing and implementing analytic solutions for payers, providers, pharmaceutical, biotech, diagnostic, and medical device organizations.
Over the past 20 years I have specialized in designing, developing, and selling Healthcare IT solutions in entrepreneurial settings. Most of the solutions focused on integrating disparate data sets in creative ways to better identify patients for targeted healthcare solutions. These solutions have a proven track record in targeting and segmenting patients and providers. Moreover, several solutions utilized Health Economics and Outcomes Research findings to improve disease outcomes and lower healthcare costs.
About the Author
I focus my efforts on ways to identify, integrate and mine disparate data sets to help individuals improve their own health. Today most healthcare analysis is provider, facility, or geography centric and focuses on overall performance or practice/facility/unit variation in care. All are worthy topics, however, few seem to be focused on the individual. Can the same data sets be utilized to build an interpretative analysis engine that would recommend small behavior changes to individuals which would yield leveraged health benefits? Can we mine the currently available healthcare data to help individuals answer, "What are the small changes that I can make in my life that will have the largest impact on my overall health?" …Read More
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